Google Ads vs SEO: Can They Work Together to Grow Your Business?

In today’s digital-first world, every business wants to boost its online presence and show up in relevant search results. But two powerful tools often lead to debate: Google Ads vs SEO. Should you focus on paid search using Google's advertising platform, or grow with free traffic from search engine optimization?

Let’s explore how SEO and Google Ads play complementary roles in modern digital marketing strategies—and why combining them can be the smartest way to generate traffic, capture search intent, and grow your business.

1. Understanding Google Ads vs SEO

Google Ads is a form of paid advertising where you pay Google to appear at the top of Google search results. It runs on PPC campaigns—you only pay when someone clicks your ad. In contrast, Search Engine Optimization (SEO) focuses on earning a spot in organic listings by improving your website’s SEO, content, and technical performance.

Both aim to increase your brand’s visibility in search engines, such as Google, through different methods.

2. How Google Ads Work in Today’s Search Landscape

With Google Ads, you can create search ads, display ads, or shopping ads. You bid on relevant keywords so your ad appears when people search using relevant search terms.

Types of Google Ads campaigns include:

• Search ads (text listings)
• Google Shopping ads (product-based)
• Display and video ads for brand awareness



This strategy delivers immediate results, ideal for new product launches or limited-time offers.

3. How SEO Works and Why It Still Matters

SEO is a long-term strategy that involves keyword research, content creation, internal linking, and link building to improve your site’s organic ranking. The goal is to appear in organic search results without paying for clicks.

When done right, SEO strategy can help you:

• Attract valuable traffic from relevant websites
• Improve meta descriptions, headings, and keyword integration
• Rank for keywords related to your business

4. SEO vs Google Ads: Which Drives Better Immediate Results?

If your goal is speed, Google Ads works faster. It puts your offer in front of potential customers instantly by targeting search queries using high-intent PPC keywords.



SEO campaigns, however, take time. It might take months to climb up the Google search rankings—but it builds sustainable organic search traffic.

5. Use Google Ads for Fast Testing and Data Insights

Need to validate an offer or landing page? PPC ads allow you to test multiple creatives and messaging in real-time. Use Google Ads to:

• Identify high-performing search terms
• Track keyword data
• Uncover search volume and keyword difficulty



This makes it easier to refine your SEO strategy later on.

6. SEO Builds Free Organic Traffic Over Time

SEO is about earning your place in organic search results. Over time, your website's ranking improves, which helps you drive traffic without having to pay Google per click.

With strategic content creation and ongoing optimisation process, SEO attracts consistent free traffic aligned with your audience’s search intent.

7. Why SEO and PPC Ads Work Better Together

This isn’t about choosing SEO or Google Ads—you should leverage both. Combining them amplifies reach across Google search results and increases touchpoints.

Key benefits of using both SEO and PPC ads:

✔️Dominate both paid and organic search positions

✔️Gather broader keyword data

✔️Retarget missed organic clicks with paid ads

8. Benefits of Running Both Google Ads and SEO Together

Using both Google Ads and SEO helps you:

✔️Target different stages of the buyer journey

✔️Strengthen your business online

✔️Improve keyword research and keyword integration



By combining paid traffic and organic traffic, you boost visibility and conversions while optimizing your marketing budget.

9. How Google Shopping Ads Boost eCommerce Visibility

For online stores, Google Shopping ads are a game-changer. They showcase your products with visuals, prices, and merchant info.



Pair Google Ads with search engine optimisation of your product pages to rank in both paid search and organic listings for relevant search results.

10. SEO and Google Ads Target Different Buyer Stages

SEO builds awareness by capturing users researching with broader search queries. Google Ads campaigns convert those closer to deciding by targeting transactional search terms.

Using both ensures you reach your target audience throughout their journey.

11. Link Building and PPC Work Hand-in-Hand

Strong SEO content earns links. Promote that content via Google Ads to drive traffic and increase shares. This fuels more link building, which in turn improves your website's SEO.

Over time, this synergy earns valuable traffic while amplifying authority.

12. Choosing the Right Marketing Strategy

Not sure whether to use SEO or Google Ads? Here’s a guide:

12. Choosing the Right Marketing Strategy

The Google Ads debate doesn’t have to be a tug-of-war. The truth is that SEO and Google Ads are better together.

Use paid ads for immediate results, and SEO to earn valuable traffic over time.

The best marketing strategy? A dual approach that combines the strengths of Google Ads and SEO.

At CMO Media Lab, we help service companies, e-commerce brands, and startups develop winning digital marketing strategies using both Google Ads and SEO. Our certified team helps you rank for relevant keywords, optimize your content for search engines, and run effective Google Ads campaigns that drive real ROI.

✅ Full-funnel approach with paid and organic traffic
✅ Clear reporting with actionable keyword data
✅ Expert help for content creation, internal linking, and link building